Twitter best practices


Twitter strategy smack-down with Mitch Joel

Blogger and business leader Mitch Joel and I have clashed on several occasions and most recently had an opportunity air our opposing views on Twitter strategies.

Mitch advocates a more elitist view of Twitter and when he published his post Being A Twitter Snob Is A Good Thing I had a very negative reaction. I followed with my own post Bringing Down The Twitter Snobs because I really think he was missing one of the biggest values of Twitter — the opportunity to give everybody a chance to interact and create value.  So I dusted off my Mitch Joel sexy glare (above) and took him on.

Our podcast on this subject (as well as other interesting blog community strategies) just went live:

Six Pixels Of Separation – The Twist Image Podcast – Episode #229

Our previous engagement was over ghost blogging and can be found here: The Ghost Blogging Debate With Mark W. Schaefer.

I think you will really enjoy this discussion and as always, I’d love to hear your comments on the subject!

Bringing down the Twitter snobs

It seems that Mitch Joel and I are becoming the Social Media Odd Couple.  I like Mitch. He’s smart. It’s just that I think he is so frequently wrong.

Like in his latest post, “Being a Twitter Snob is a Good Thing” when he states “it annoys many people when they follow you on Twitter and you do not follow them back. Too bad. Don’t do it.”

Mitch lives the life of a Twitter snob, exclusively following only the most select and obviously interesting people. His reasons:

  • It is a way to de-clutter a cluttered social media world.
  • Having select Twitter followers reflects better on your taste in connections
  • Having an appearance of exclusivity adds to your credibility

Before I respectfully rip Mitch a new one, let me provide two points about my own Twitter strategy:

1) I absolutely block any obvious spammers, MLM marketers and list-builders from my Twitter stream because I do not advocate these business practices. So to that extent, I am not a person who follows everybody.

2) It is a free world and you should follow any Twitter strategy that makes sense to you, including Mitch’s.

Now, having said that, Mitch my dear friend — You.  Just.  Don’t.  Get. It.

Reza Malayeri is exactly the type of person Mitch would not follow.  He is an unassuming employee of a Veterans Administration Hospital in Seattle.  He has a 147 Twitter followers, none of them are “A-List” by Mitch’s standards.

A couple of months ago, Reza sent out a random, funny tweet that made me laugh out loud.  We had an exchange of corny comments and soon I was looking forward to seeing him in my Twitter stream.  Reza made a real effort to connect by following my blog, commenting and sending me jokes.

Last week I spoke to Reza for the first time.  I found out that he is a disabled U.S. Veteran.  He is an awesome parent.  He’s helping out his father by putting a family business online after working all day at the hospital.  And after connecting with another member of the {grow} community, Arminda Lindsay, he was inspired to develop, sponsor and promote a Breast Cancer Awareness charity event in his hometown.

Folks, this man is a hero.

He is an A-List human being and I am HONORED and HUMBLED to be following him.

So my first point — There is an amazing person behind every single Twitter picture. Every single one.  Who is Mitch Joel or anybody else to judge who is on the A-List?

Reza and I are now helping each other in a number of ways.  We are creating new business benefits.  How did it start?  With a random, corny tweet.

Second point — Here’s the rule of creating relationships and business benefits through Twitter: You just never know.

You never know who will connect with you, you never know how they will connect with you, and you never know where it will lead. So why would you exclude ANYBODY?

To the Twitter snobberati, I honor your freedom to follow whomever you want, but kindly suggest you are missing out on the greatest networking opportunity in the history of mankind.  And Reza too.

 

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Can you make money from your Twitter stream? Mack Collier just did it.

Very quietly, a significant milestone occurred last Sunday night.  Blogger and consultant Mack Collier monetized a Twitter conversation.  That’s right.  Mack made money from other people’s tweets on a free and public platform.  I think this is one of the most clever and interesting social media stories of the year and Mack agreed to tell us about it in this interview.

Mack, I noticed on your well-known #blogchat that you had a sponsor for the first time.  What an achievement for you! How did it come about?

A couple of months ago I was thinking that there is SO much that I would love to do to help grow the #Blogchat community.  For example, I would love to start a blog devoted to #Blogchat, and I have transcripts from over 40 previous #Blogchats that I would love to share with everyone.  But I just don’t have time to do these things as I am trying to grow my own consulting business at the same time.

That’s when I started toying with the idea of bringing on sponsors.  Because if I could start getting some money coming in from sponsors, then I could justify spending more time and money on growing the #Blogchat community.

You noted that most of the feedback has been positive so far. How do you intend to salt in other sponsors in the future

Honestly, there may never be another sponsored #Blogchat.  The main reason why is because I am going to be extremely picky about the sponsored topics, and making sure that potential sponsors can speak to those topics. For the first sponsored #Blogchat last Sunday with Grant from Headway, it made perfect sense.  Picking a blog theme/template is a topic that #Blogchatters have asked about before, and Grant could speak to it better than I could.  Plus it was a great chance for him to get exposure to hundreds of potential customers.

So it was a win-win for everyone.  #Blogchatters get an expert covering a topic they were interested in, and the sponsor gets exposure and access to hundreds of potential customers.

But at the end of the day, I want sponsored #Blogchats to be as close to a ‘regular’ #Blogchat as possible.  If someone can join a sponsored #Blogchat in the middle and recognize it as being sponsored, then I have done something wrong.

Obviously the sponsor was attracted to #Blogchat because of the high number of targeted clients you attract each week. I’m amazed at how quickly this little property has taken off. What’s been the secret?

I don’t know if there is one “secret.”  Two things I have done that have really helped #Blogchat:

1 – I’ve encouraged EVERYONE to join.  I’ve always been of the mindset that the more participants in a conversation, the better.  And that might sound like it could be confusing, but what happens with #Blogchat is that everyone comes in under a certain topic, but as the #Blogchat progresses, this small cluster of people will start talking about this particular aspect of the larger topic, and this small cluster will talk about a slightly different take on the same topic.

I view it as a large coffeehouse where everyone is talking about the same topic, but each table is having a slightly different take on the larger topic.  So you mingle and find the conversation that’s right for you, and join in!

And I am relentless about welcoming new people to #Blogchat.  I want people to feel welcome joining and understand that there are NO experts allowed, we are all coming to learn from each other.  People respect and appreciate that, I think.

2 – I give #Blogchatters as much say into the topics as I can.  For example, one of the most popular #Blogchats are the monthly OPEN MIC chats that happen the last Sunday of every month.  This started as a complete accident.  One Sunday nite I couldn’t join #Blogchat, and I really didn’t want to cancel it because I didn’t want to disappoint everyone.  So my only option was to make it open mic, meaning everyone that joined #Blogchat picked whatever topic they wanted to talk about.

I honestly thought it would be a complete disaster, but it ended up going pretty well.  What I loved was that some of the regulars took it upon themselves to ‘police’ the group and let them know what the deal was for that #Blogchat.  The session was so popular that I asked everyone if they’d like to do an OPEN MIC #Blogchat every month and they overwhelmingly said they would, so we added it.

How long has it taken to bring #Blogchat to this point?  Do you have other ideas on how to further develop and promote #Blogchat as a brand?

The first #Blogchat was March 22, 2009.  Here’s the recap post I did the next day.

As for ideas, as I mentioned above, I’d love to get a #Blogchat blog started, and have that be more a space for the #Blogchat regulars to post, more than me.  And I really want to get these transcripts up and let others have access to them, and I’d also like to make an ebook or two with the best insights from some of our amazing co-hosts, and give that away to participants.

Personally I find it difficult to follow a Twitter chat because of the multiple, concurrent conversation streams. What advice would you give people to participate effectively in Twitter chats, especially as your audience grows?

Yeah that’s the one thing about #Blogchat that I hear the most “complaints” about.  It just moves too damn fast for a lot of people to keep up with.

Personally, I use TweetChat,com to keep up with #Blogchat.  One neat feature of Tweetchat is that you can “”eature’ tweets from a user, which means Tweetchat will add a colored band around their tweets which makes it very easy to see them as the flood of tweets passes by.

Another good idea, especially if the chat has a co-host, is to follow in Tweetdeck, and create one columns for all #Blogchat tweets, then another for the co-hosts’ tweets, and probably another for the host’s tweets.  I know many on #Blogchat use TweetGrid as well.

Thanks for relating this story of your success, Mack. How can people find you on the web?

You can find me at my site – http://www.mackcollier.com or on Twitter at http://www.twitter.com/mackcollier.

And I’d like to invite all your readers to check out #Blogchat, it happens every Sunday nite starting at 8pm Central.  Thanks Mark!

Is your company creating a social media ghost town?

This week we continue to put {grow} in the hands of the community by featuring Nashville marketer Laura Click and her ideas about why companies abandon their social efforts:

A few months ago, I had the pleasure of meeting Mark for lunch at popular Nashville spot called Urban Flats.  At the end of our meal, we were impressed to receive a card promoting the restaurant’s Twitter and Facebook profiles with our checks. Certainly, this was a great way to invite customers to connect with the restaurant online.

Recently, I visited Urban Flats again and received the same social media promo card. I decided to tweet about the great meal I had there with a friend. As a social media enthusiast, I was hoping to hear back from the restaurant. But, instead of a tweet, I heard crickets chirping.

A couple of days later, I checked out the restaurant’s twitter page and found they hadn’t updated it in months. What a shame. It’s like sending out invitations to a party at your house, but you’re not home when people show up.

The Urban Flats Twitter page is a prime example of a social media ghost town, and I’m quite confident this isn’t the only of its kind on the web. In fact, I think this is scenario is becoming more common as statistics show that only 21 percent of Twitter users are active on the site.

So, why do people let their Twitter profile, blog or Facebook page become a social media ghost town? Here some common reasons:

  • Lack of time. While social media may indeed be “free”, people rarely take into account the investment of time needed to tend to it. Although you don’t need to spend hours a day on social media sites, it’s important to carve out some time to get anything out of it. When people don’t take the time, the site falters.

 

  • Lack of content ideas. On many ghost town sites, you can practically smell the desperation as the posts begin to dwindle. “We have a patio!” or “We have great food!” It’s clear that many people just don’t know what to say, so they quit trying. Let’s use Urban Flats as an example – what could they share with their customers? Here are some ideas:
  1. Ask customers about their favorite flatbread or wine.
  2. Thank customers who tweet about the restaurant or check in via Foursquare or Gowalla.
  3. Create a recipe contest – the winner gets to name the flat bread and gets a free meal to go with it.
  4. Retweet posts from the shops nearby.
  5. Share articles about healthy eating, events in Nashville or urban renewal (something Urban Flats promotes).
  6. Search for people looking for restaurant suggestions in Nashville and suggest Urban Flats.
  7. Send menu updates, offer specials and promote events.
  8. Post photos of your staff members or share behind the scenes look at making the flatbreads.

 

  • Lack of success. Some people believe that merely having a social media presence will cause piles of money to show up on your doorstep. Clearly, this is not the case. While there may be a number of factors that contribute to an unsuccessful social media effort, businesses that don’t see immediate results tend to give up.
  • Lack of comfort. Believe it or not, social media doesn’t come naturally to everyone. If someone isn’t comfortable using social media or if it doesn’t match their personality, it shows. And, they often quit as a result.

A ghost town is a depressing place full of abandoned buildings, broken glass and tumbleweed. Don’t let your blog or profile become one. If you do, perhaps it’s time to consider if no social media presence is better than a ghost town.

Why do you think people abandon their social media efforts? Should they close down their blog or profiles if they quit updating it?

Laura Click is founder and chief innovator at Blue Kite Marketing, a consulting group dedicated to helping small businesses grow. You can learn more about Laura by checking out her blog at www.lauraclick.com.

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